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6 Reasons Why A/B Testing Matters for Mobile Developers

Introduction

Did you know that mobile apps are subject to A/B testing? A/B testing is the practice of testing different experiences within mobile apps by randomly sorting them into different segments where each user is shown a different experience. Once enough users go through the experiment, statistics will start to form, and they’ll tell the mobile developer how apps are faring, and which are leading to higher conversions.

A/B testing is a determinant of the following:

  • Actual users
  • Performance status
  • User interactions
  • UI and UX

With that said, here are 6 reasons why you—the mobile developer—must embrace A/B testing to ensure a well-working app.

1. It’s Research-Based

Running an A/B test involves doing your research, which can help you spot errors quickly. When performing research, make sure you set your objective first. This allows you to have a goal as you carry out the research. In other words, it should lead to a goal that can benefit the app—like gaining more conversions, for example. 

In short, A/B testing is there to help you solve any issues that you might have with your app, thus allowing you to further drive your business goals to success.

2. Allows You To Test Ideas

Now, it’s obvious that no two apps are alike. In fact, some apps require a lot of testing, while others are tested once per cycle (i.e. yearly, monthly, etc.). 

When A/B testing, here are the key areas that mobile developers and testers normally focus on: 

  • User onboarding
  • User retention
  • User engagement rate
  • Ability to take consumers through the sales funnel to maximize conversions (for apps that feature transactions)

Here are some examples of things that you can test when A/B testing an app:

  • The number of forms required to sign-up for an account
  • Push notifications frequency
  • The text used in calls-to-action (CTA)
  • New features
  • Ad placement within your user interface

In hindsight, A/B testing lets you test out different hypotheses for experiences within your app, and make any changes needed to the app without relying on gut instinct.

3. Tech Companies Are Already Using This

“The reality is, tech companies can’t function without any form of A/B testing,” says Zachary Francis, a mobile developer at Academized and Essayroo. “Companies like Google, Facebook, Spotify—the list is endless with tech companies using A/B testing in some way or another. In fact, it’s possible that consumers had already participated in the testing without even knowing it. One example of that is when two people use Facebook, one user’s UI may come out differently than their partner’s.”

4. Allows You To Analyze Data And Review Results

A/B testing also lets you study the data and conjure up accurate results. Here are some of the factors that you’ll come across when looking at the data:

  • Time on page
  • Interactions with different elements in your app (i.e. screenshots, descriptions, etc.)
  • Scroll depth

However, you should focus more on how many people click the “Install” button for your app. The number of times your target audience hits “Install” ultimately determines how your app is faring. And, if you find little to no difference in your app’s performance, then change your variants and run a new test.

5. Allows You To Make Necessary Results-Based Changes

Once you have the desired results from your A/B test, you can now go ahead and start making the necessary changes based on those results. 

For example, if you’re testing to see what app icon of 2 or more options is the most successful—based on user behavior and interaction—the “winner” will be chosen, and the app will be updated to accommodate the design. 

“Another example is seeing which price yields more revenue. If one price is stifling your revenue, then you can update the pricing right away, thanks to your A/B test,” says Bill Adams, a web developer at BoomEssays and UKWritings.

6. Allows You To Perform Follow-Up Tests

Finally, just because your run an A/B test doesn’t mean that testing is over. In fact, testing an app is never a one-time event. Why not? Conversion optimization is an ongoing process; therefore, make it your job to run experiments to determine how you can further improve your conversion rates and reach your business goals.

Conclusion

Ultimately, the reception of a mobile app relies on how users interact with it. And by A/B testing your app, you’ll get a better sense of what users want, and what they don’t want, thus improving your conversion metrics. So, why not start A/B testing today?

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